As social media tools like Twitter and Facebook become core components of nonprofit communication strategies, there is a corresponding need to assess how well programmatic messaging and organizational identity are propagating in those channels: "We Tweet; is anybody listening?" In addition, nonprofits have an increasing need to know on what blogs, websites and other online venues they and their issues are being mentioned and discussed, both favorably and less favorably. This webinar will show you how to create a listening dashboard for your or your organization's use. I will also provide an introduction for social media goal-setting and a template for tracking your social media engagement.

1. Listening & Engaging: DIY Tools for
Social Media Management
Amy Sample Ward
February 22, 2012
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2. INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
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• Planning (617) 969-1881
• Organizational Development info@synthesispartnership.com
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3. Affordable collaborative data
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4. Today’s Speaker
Amy Sample Ward
Membership Director,
NTEN - Nonprofit Technology Network
Assisting with chat questions: Hosting:
April Hunt, Nonprofit Webinars Sam Frank, Synthesis Partnership
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5. DIY TOOLS FOR SOCIAL
MEDIA MANAGEMENT

6. AGENDA
 Listening Dashboard
 Content Map
 Content Calendar
 DIY Tools

7. LISTENING DASHBOARD
 Save time looking for news
 Monitor multiple channels at once
 Track your organization and your cause
 Create a shared tracking space for your
team or whole organization

8. LISTENING WITH RSS

9. LISTENING WITH RSS

10. LISTENING WITH RSS
 Twitter search
 News sites
 Blogs and blog networks
 Technorati
 Digg
 Blogpulse
 Boardreader

11. LISTENING WITH ALERTS

12. LISTENING WITH TWITTER

13. LISTENING DASHBOARD

14. LISTENING DASHBOARD

15. USING THE DASHBOARD

16. USING THE DASHBOARD

17. USING THE DASHBOARD
HSUS is tracking:
Their own name including
acronyms, misspellings
 Current issues that people are
talking about
 Detractors and Competition
 Prominent people in their org

18. CONTENT MAP

19. STEP 1: CONTENT
Examples:
Program or service updates/changes
Staff announcements
Jobs
Volunteer opportunities
Fundraisers
Events

20. STEP 2: GOALS
Examples:
Increase visibility of the organization
Increase participation
Raise funds
Build leadership
Find sponsors or partners
Recruit volunteers
Build community

21. STEP 3: OUTLETS
Examples:
Newsletter or mailing
Email newsletter
Twitter
Facebook
LinkedIn
Website
Blog

22. CONTENT MAP TEMPLATE
>> Get this template! http://bit.ly/DIYtemplate

23. USING THE CONTENT MAP
 Staff create content, events, media
 Reference content map
 Share content with appropriate staff
for posting to channels
 Make notes for tracking
 Update map as necessary
 Use regularly for meetings and planning

24. CONTENT CALENDAR
 Easy reference
 Coordinated messages
 Supports tracking and segmenting
 Ensure people receive appropriate amount of
messages
 Create multiple touchpoints
 ID traffic sources

25. CONTENT CALENDAR TOOLS
 Google calendar
 Divvy
 Shared calendar of your preference!

26. CONTENT CALENDAR TIPS
 Create a format
 Ie: Message (STAFF) – Segments, Details
 Use color codes if possible
 Use all-day and timed events
 All-day for emails
 Specific time for social media posts
 All-day for blog posts

27. SOCIAL MEDIA METRICS
 Track against organization goals
 Update it weekly
 Track over time for trends and
comparison
 Create goals for yearly and average
 Include notes to provide context

28. GOOGLE ANALYTICS

29. ALERTS

30. METRICS TRACKING TEMPLATE
Get this template! http://bit.ly/DIYmetrics

31. DIY TOOLS - FREE
 Google Apps
 Tweetdeck, Hootsuite
 Bit.ly
 Netvibes
 Google Analytics
 Storify

32. DIY TOOLS – TOOL SPECIFIC
 Twitalizer
 14blocks
 booshaka
 EdgeRank
 Klout

33. DIY TOOLS – LOW COST
 Hootsuite Pro
 CoTweet
 Small Act’s Thrive
 Spredfast
 Sprout Social

34. QUESTIONS?
 Email: amy@nten.org
 Twitter: @amyrsward
 Web: http://nten.org
 Blog: http://amysampleward.org

35. RESOURCES
http://amysampleward.org/2009/10/27/how-to-create-a-listening-dashboard-for-
your-organization/
http://amysampleward.org/2010/09/20/women-who-tech-tools-and-apps-to-
energize-your-base/
http://amysampleward.org/2009/08/18/5-steps-to-a-successful-social-media-strategy/
http://www.webdigi.co.uk/blog/2010/google-analytics-for-facebook-fan-pages/
http://blog.wikispaces.com/2008/07/google-analytics-for-your-wiki.html
http://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-
systems-smms/
http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/
http://amysampleward.org/2011/05/18/crowdsourcing-vs-community-sourcing-
whats-the-difference-and-the-opportunity/
http://amysampleward.org/2011/03/07/slacktivism-turning-a-“like”-into-lasting-
change/
http://amysampleward.org/2010/05/07/guest-post-on-online-community-report-
sustainable-community-building/
http://amysampleward.org/2009/08/06/online-community-building-gardening-vs-
landscaping/

36. Find listings for our current season
of webinars and register at:
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